MYS

MYS

CDMX, Mexico, 2022

MYS: A SENSORIAL ODE WITH A NORDIC ESSENCE

Mexico City
2022

SERVICES

ARCHITECTURE/INTERIOR
PRODUCT/INDUSTRIAL/FURNITURE
VISUAL IDENTITY
STORYTELLING

The harmonious dialogue between the ancient wisdom of herbalism, aromatherapy and

natural cosmetics, and the untamed nature of the Nordic lands gave rise to Mys, the most recent project to see MYT+GLVDK

enter the wellness and home goods segment.

Conceived in Mexico, Mys emerges as a mode of crystalizing comprehensive wellbeing through simplicity and serenity. The concept is driven by the entrepreneur Helle Jeppsson and the founders of the brand SCAPE, while Andrés Mier y Terán and Regina Galvanduque developed the integrated design, identity, branding, and merchandising.

Inspired by the Swedish tradition of taking a break to relax in comfort and recover energies in a warm and pleasant environment, Mys invites us to enter an “état d’esprit”, escaping the daily toil to find equilibrium and enjoy the simple

pleasures of life, such as the contemplation of natural wonders.

Mys invites us to enter an “état d’esprit”, escaping the daily toil to find equilibrium and enjoy the simple pleasures of life, such as the contemplation of natural wonders.

The Mys concept is dedicated to the world of the senses with elements that adapt precepts such as the welcoming

solitude of the forest, the austerity of Scandinavian landscapes, the eternal harmony felt in the passage of the four seasons,

and the fragrances that form in the air when the aromas of the trees, fruits and flowers conjoin.

Rooted in these motifs, MYT+GLVDK delineated the identity, communication strategy, and merchandising of the four

permanent Mys collections, which pay tribute to the seasons of the year. In this first phase, each series is composed of a

hand soap, hydrating cream, body lotion, travel aromatherapy kit, aromatizing room spray, candles, diffusers, masks; and a

set for facial massages with a gua sha and a jade roller.

The packaging of the wellness products and home accessories projects the exhaustive research process that Andrés

Mier y Terán and Regina Galvanduque carried out to find the distinctive materials, textures, and hues for each range. Inside

are laid out functional objects whose subtle forms, fine lines and luminous, ethereal finishes in green resins—evoking the

Nordic horizon—offer the possibility to adapt to different spaces and rooms, ensuring harmonious living.

For the visual identity, MYT+GLVDK employs a set of sans serif fonts with smooth lines, to offer a minimalist and flawless

aesthetic. Only the Mys logo uses italic script, while the other typefaces are vertical to reflect the focus on details, part of

the comprehensive vision of the brand.

To differentiate each collection a precise color was chosen, ranging from off-white to charcoal, by way of chalkboard gray

and mint. The first, a snowy register, is used for Vår/Spring, distinguished by its notes of citrus, bergamot and cloudberry,

a yellow berry endemic to northern Europe that is also known as swamp berry; the chalkboard gray, which characterizes

Sommar/Summer, evokes the fresh aroma of the forest with notes of juniper, lavender and rosemary; Høst/Fall is noted

for its mint hue and the striking, voluptuous essences of birch, cedar and musk; and Vinter/Winter is defined by the charcoal

hue and wooden notes coming from the blend of elderberry flower, sandalwood and white musk.

For MYT+GLVDK, Mys represents the opportunity to contribute to its first project in the wellness and cosmetic segment,

enriching its established trajectory in the development of 360º design services for the hospitality sector